摘要：消费是人类赖以生存的基本的社会活动，也是社会进步、经济发展的主要推动力。对于面向于年轻消费市场的中小型企业来讲，年轻群体—大学生的消费在其企业的整体发展和运营中起着举足轻重的作用。因此中小型企业在制定营销策略时一定要考虑大学生群体的消费行为和消费特点。

本文采用文献研究法和问卷调查法来研究大学生消费和中小型企业营销策略的关系及其影响。通过调查、统计和分析发现：大学生的消费结构多样化，消费方式网络化，预支消费盛行。据此，本文给商家提出了饥饿营销、广告和线上营销以及跨界联名营销等有针对性的措施，以期在促进中小型企业的运营与发展的同时，引领大学生理性消费并树立正确的价值观，促进社会和谐发展。

关键词：大学生；消费行为；中小型企业；营销策略

Contents

摘要

Abstract

Introduction-1

Chapter One The Theories Related with Consumption.........4

1.1 The Theory of Consumer Behavior-4

1.2 Maslow's Hierarchy of Needs and Marxist Consumption View-5

1.2.1 Maslow's Hierarchy of Needs-5

1.2.2 Marxist Consumption View-5

Chapter Two Investigation and Analysis of College Students' Consumption-7

2.1 Respondents-7

2.2 Survey Data Analysis-7

2.2.1 Consumption Level-7

2.2.2 Consumption Structure-8

2.2.3 Consumption Pattern-8

2.3 The Characteristics of College Students' Consumption-9

2.3.1 The Rich Consumption Source-9

2.3.2 The Diversification of Consumption Structure-9

2.3.3 The Excessive Consumption-10

2.4 The Trend of Contemporary College Students' Consumption-10

2.4.1 The Decreasing Proportion of Basic Living Consumption-10

2.4.2 Pursuing Novelty, Fashion and Innovation-11

2.4.3 The Networked Consumption Mode-11

Chapter Three The Marketing Strategies for Small and Medium Enterprises Based on College Students' Consumption-13

3.1 The Factors Influencing College Students' Consumption-13

3.1.1 Environmental Factors-13

3.1.2 Economic Factors-13

3.2 The Marketing Strategies Based on College Students' Consumption -14

3.2.1 5Ps of Marketing Mix-14

3.2.2 Hunger Marketing Strategy-14

3.2.3 Advertising and Network Marketing-16

3.2.4 Cross-border Joint Marketing-17

References-20

Appendix-22

Acknowledgments